What do people look for when booking a flight?

For solo explorers and vacationing families, a few things take top priority when booking a flight. As professionals in the tourism industry, it’s key that we understand exactly what those priorities are, and utilise the technology we have to provide the amenities and excellent level of service that travellers seek.

Ultimately, every traveller wants to save money where they can, while still ensuring a stress-free travel experience. But what won’t they sacrifice for a cheaper deal, and how can we facilitate their needs with current tech tools? Here are three things to consider.

Many tourists look to third-party travel agents to provide cheaper deals on flights, whether through a comparison platform or by checking travel sites directly. As well as a good price, customers will look to book through companies that have good reviews – particularly when it comes to plane tickets that are competitively priced, a higher star review can make all the difference.

For tourism professionals and travel agents, ranking highly with customers means offering a seamless user experience and streamlined customer service. Artificial intelligence (AI) can be used to compare competitor prices, automate the check-in process, and provide customer service assistance through chatbots, so customers can have booking queries answered quickly and with ease.

For many, a convenient flight is one with the shortest flying time and the lowest price – preferably with a full-service airline. Customers may be willing to choose budget airlines so long as the savings are significant enough to forgot the additional amenities that make full-service flights more comfortable.

AI-driven dynamic pricing tools can help tourism companies to price their flights appropriately, depending on demand, so that they never miss out on making a sale when prices on other tourist sites drop. Similarly, agents can offer various search filters that allow customers to select details like their budget, desired flight durations and number of stopovers. This way, they can find the best option to suit their needs.

Rewards can be a game-changer when it comes to selecting the best value flight, often allowing customers to make significant savings later down the line if they fly with a certain airline. For example, air miles can often be redeemed on flights, upgrades, and other travel-related perks.

Travel agents can use this to their advantage with Customer Relationship Management (CRM) strategies and tools, allowing consumers to be matched with flights that offer them the greatest rewards. They can also integrate with airline Application Programing Interfaces (APIs) to track and apply reward points automatically, allowing for increased customer satisfaction and retention.

The tourism industry is competitive and dynamic, and with new technologies frequently being implemented to keep tourism companies one step ahead, upgrading your own tech is crucial. Equipped with the latest advancements, professionals can ensure they’re appealing to every kind of traveller, and provide the best possible service from the moment each customer looks to book their initial flight.

This article was written by Morgan Pullman, a passionate traveller and advocate for inclusive travel with years of experience uncovering the world’s most (and least!) welcoming spots.

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The promotion of innovation, technology, and sustainability will be the central themes of the upcoming Tourism Innovation World Summit, taking place at FIBES Sevilla from October 22 to 24, as part of the sixth edition of the Tourism Innovation Summit. These topics will be discussed collaboratively to drive the ongoing transformation of the tourism sector.